Agents of Social Change: A Model for Targeting and Engaging Generation Z across Platforms How a Nonprofit Rebuilt an Advertising Campaign to Curb Smoking by Teens and Young Adults
- Young people who are not engaged in a targeted, at-risk behavior can influence those who engage in at-risk behaviors.
- The messaging strategy for a campaign seeking behavioral change should be aligned with the target audience's current aspirations and interests.
- The efficacy of message execution and delivery strategies should be assessed continuously.
- Concept, premarket, and in-market testing can inform optimal message effectiveness.